Vision, mission, and purpose are three influential concepts that are arguably necessary to define for any business. While there is a relationship between them, they each have their own definition and usage, as well as significance in expressing what your company stands for.

As business owners and change-makers we are always seeking ways to connect with those who believe what we believe, value what we value, and strive for the change we aim to make. By getting some clarity on these key components of our brand identity we can more effectively communicate all of these points to our audience.

Let’s now take a look at each of these words to clear up any confusion. In simplest terms, we can replace each term with an interrogative (question) word:

Vision – What

Vision is the ‘what’ of your company. It is the big picture – giving a glimpse into the future of what you aspire to accomplish through your efforts. Your vision should focus on the impact you want to make and what that will look like when you achieve the results you are working toward.

Mission – How

Mission is the ‘how’ of your company. This lays out the path for reaching your vision, and how you will go about achieving those desired results. It is the way in which you accomplish your purpose in order to turn your vision into reality.

Purpose – Why

Purpose is the ‘why’ of your company. Why do you do what you do? Why is it important? What is the reason you exist at all? This purpose will guide your decisions, goals, and ultimately the impact you choose to make.

Their Relations to Each Other

You can think of your vision as the destination point of your purpose, something you reach once you create the change you intend to make.

Your mission is how you take action on your purpose and make progress toward reaching your vision.

Purpose is the foundation of the other two; it is the reason. If you are unclear of your purpose, how can you craft a vision of where you desire to go? And if you don’t know where you’re going, there is no reason to create a mission plan to get there.

Crafting Your Own

While some may find that their vision aligns with yours or that they are familiar with your approach to getting there (mission), people connect much more deeply with a purpose. Behavior is driven by belief, and belief is the foundation of a purpose. When someone believes in the same cause, calling, or values that your company represents, they are far more likely to support you in your efforts.

If you do not yet have a vision, mission, or purpose statement, or yours could use some refreshing, now is the perfect time to do just that!

Start with your purpose. Ask yourself why you do what you do, what your values are, and what it means to you personally. Think about it this way: if money were not in the picture, why would you do what you’re doing? What does any of it matter? What would happen if you didn’t do it? If you can answer all that, you have the beginnings of your purpose starting to take shape. While this is about the company as a whole, thinking about it within the context of your own story at first can help you get really clear on why this matters so much to you. From there you can craft it into a statement that applies to the entire business.

Next, define your vision. Where are you trying to go? What do you want your company to look like in the long-term? What kind of impact are you trying to make? What is that bigger picture you intend to create?

And finally, draft up your mission. How are you going to reach your vision and fulfill your purpose? Who do you need help from? What tools and resources will you use? Is there further education, training, or skill development required? What actual product(s) or service(s) will you offer in order to reach your vision? What is your personal role within the whole effort?

Work through all of this as best you can and step away from it for a day or two if you find you cannot come up with anything. Allow yourself to chew it over in your subconscious and then come back and refine it a little more. This does not all have to be perfectly defined in the first attempt, but getting started is the necessary first step. From there, tweak it as needed until it truly speaks to you, your company, and your audience.

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